New normal

A new normal is a state to which an economy, society, etc. settles following a crisis, when this differs from the situation that prevailed prior to the start of the crisis. The term has been used in relation to the financial crisis of 2007-2008, the aftermath of the 2008–2012 global recession, and the COVID-19 pandemic.[1]

The Moon Is a Harsh MistressEdit

Author Robert A. Heinlein used the phrase in his 1966 novel, The Moon Is a Harsh Mistress, with a character telling lunar colonists:

Citizens, requests may reach you through your comrade neighbors. I hope you will comply willingly; it will speed the day when I can bow out and life can get back to normal — a new normal, free of the Authority, free of guards, free of troops stationed on us, free of passports and searches and arbitrary arrests.[2]

2005 avian influenzaEdit

The term was used in 2005 by Peter M. Sandman and Jody Lanard in relation to methods of manipulation of attitudes of the public towards avian influenza. They explained that the initial, typically temporary, fearfulness of a novel risk such as a flu pandemic is something to be guided, that this initial period is a "teachable moment" and offers the opportunity of establishing a "new normal".[3]

2008 financial crisisEdit

The term was used in the context of cautioning the belief of economists and policy makers that industrial economies would revert to their most recent means post the 2007-2008 financial crisis.[4]

The 29 January 2009, Philadelphia City Paper quoted Paul Glover (activist) referring to the need for "new normals" in community development, when introducing his cover story "Prepare for the Best".[5]

El-Erian's lecture cites a 18 May 2008 Bloomberg News article written by journalists Rich Miller and Matthew Benjamin for first using the term: "Post-Subprime Economy Means Subpar Growth as New Normal in U.S."[6]

The 2010 Per Jacobsson lecture delivered by the head of PIMCO, Mohamed A. El-Erian, was titled "Navigating the New Normal in Industrial Countries". In the lecture El-Erian stated that "Our use of the term was an attempt to move the discussion beyond the notion that the crisis was a mere flesh wound...instead the crisis cut to the bone. It was the inevitable result of an extraordinary, multiyear period which was anything but normal".[4]

2012 U.S. presidential debateEdit

The term has subsequently been used by ABC News,[7] BBC News,[8] the New York Times, and formed part of a question by Candy Crowley, the moderator of the Second U.S. presidential debate of 2012.[9]

2012 China's economic slowdownEdit

Since 2012, China's economy has shown a marked slowdown, with growth rates declining from double digit levels (before the 2007-2009 financial crisis) to around 7% in 2014. In 2014, a statement by Xi Jinping, General Secretary of the Communist Party of China, indicated that China was entering a 'new normal' (Chinese: 新常态).[10] This term was subsequently popularised by the press and came to refer to expectations of 7% growth rates in China for the foreseeable future. It was indicative of the Chinese government's anticipation of moderate but perhaps more stable economic growth in the medium-to-long term.

Bralettes Became the New NormalEdit

The bralette trend started with indie brands and percolated up, over the course of many years, to the major lingerie companies, a movement that makes sense when you consider how the garment is made.

Bralettes are easy to construct—they’re easy to pattern, easy to design, easy to make—and underwire bras are such highly technical garments—they require specialized training, they’re very expensive to pattern grade, they require specialized machinery to sew.

Bralettes are an easy access point for a lot of new and young designers either who don’t have the technical background or expertise to make underwires, or who have it and maybe don’t have the time to spend sewing and pattern grading all the sizes that would require.

Cora Harrington, a veteran industry writer and founder of The Lingerie Addict

Victoria’s Secret declared that “No Padding Is Sexy Now!” in a campaign touting its line of bralettes.[11][12][13]

A bralette is a lightweight bra without an underwire, designed primarily for comfort.[14][15]

2020 COVID-19 pandemicEdit

During the COVID-19 pandemic, the term new normal has an increasing use to refer the changes of human behavior changes during or after this pandemic. Doctors at the University of Kansas Health System anticipate that the pandemic will change daily life for most people. This includes limiting person-to-person contact, like handshakes and hugs. Additionally, maintaining distance from others or social distancing, in general, will likely stick around for the rest of 2020.[16]

External linksEdit


  1. ^ "There's nothing new about the 'new normal' - and here's why". World Economic Forum. Retrieved 26 September 2020.
  2. ^ Robert A. Heinlein, The Moon Is a Harsh Mistress (1966), p. 152.
  3. ^ Peter M. Sandman and Jody Lanard (2005). "Bird Flu: Communicating the Risk". Pan american Health Organisation / World Health Organisation. p. 5. Retrieved 25 August 2020.
  4. ^ a b Navigating the New Normal in Industrial Countries. International Monetary Fund. 15 December 2010. pp. 12–. ISBN 978-1-4552-1168-5. Retrieved 18 October 2012.
  5. ^ "Gotta Find a Better Way", Philadelphia City Paper, January 29, 2009 paragraph 3
  6. ^ "Post-Subprime Economy Means Subpar Growth as New Normal in U.S." 18 May 2008. Retrieved 26 September 2020.
  7. ^ Gomstyn, Alice (15 June 2009). "Finance: Americans adapt to the 'New Normal'". ABC News.
  8. ^ "Is America's high jobless rate the new normal?". BBC News Online. 10 August 2012.
  9. ^ Johnson, Glen (16 October 2012). "Candidates aggressive in 2nd debate". Boston Globe.
  10. ^ Saggu, A. & Anukoonwattaka, W. (2015). "China's 'New Normal': Challenges Ahead for Asia-Pacific Trade". United Nations ESCAP. SSRN 2628613. Missing or empty |url= (help)
  11. ^ Gowans-Eglinton, Charlie (12 August 2020). "Back to bras: how to find a comfortable new normal with your underwear". The Telegraph. ISSN 0307-1235. Retrieved 24 October 2020.
  12. ^ George-Parkin, Hilary (15 November 2016). "How Bralettes Became the New Normal". StyleCaster. Retrieved 24 October 2020.
  13. ^ Dyett, Linda (31 July 2019). "The Bralette Is Back. This Time Blouses Are Optional. (Published 2019)". The New York Times. ISSN 0362-4331. Retrieved 24 October 2020.
  14. ^ Seymour, Emma; Institute, Good Housekeeping (18 May 2020). "This $16 Bralette Is About to Become Part of Your WFH Uniform". Good Housekeeping. Retrieved 24 October 2020.
  15. ^ Dyett, Linda (31 July 2019). "The Bralette Is Back. This Time Blouses Are Optional. (Published 2019)". The New York Times. ISSN 0362-4331. Retrieved 24 October 2020.
  16. ^ "The 'new normal' after coronavirus". (Geographically restricted)